*The source describes contemporary consumers as "mostly younger, more well-off, online shoppers, and urban dwellers" and conventional consumers as " tend to be older, belong to low-income households, and are primarily rural."
According to the source, "This sample was mapped to the US census to attain a representative view of the average US consumer."
Citation formats
Willingness to pay a premium for fresh food in the U.S. 2022, by consumer type
A recent study in the U.S. asked conventional and contemporary consumers* if they would be willing to pay a premium for fresh food. As of July 2022, about percent fewer contemporary consumers and **** percent fewer conventional consumers reported a willingness to pay a premium on fresh foods compared to 2021.
Profit from the additional features of your individual account
Currently, you are using a shared account. To use individual functions (e.g., mark statistics as favourites, set
statistic alerts) please log in with your personal account.
If you are an admin, please authenticate by logging in again.
Learn more about how ÌÇÐÄÆƽâ°æ can support your business.
Deloitte. (September 26, 2022). Willingness to pay a premium for fresh food in the U.S. as of July 2022, by type of consumer* [Graph]. In ÌÇÐÄÆƽâ°æ. Retrieved August 03, 2026, from /statistics/1337307/consumer-willingness-to-pay-for-fresh-food-in-the-us/
Deloitte. "Willingness to pay a premium for fresh food in the U.S. as of July 2022, by type of consumer*." Chart. September 26, 2022. ÌÇÐÄÆƽâ°æ. Accessed August 03, 2026. /statistics/1337307/consumer-willingness-to-pay-for-fresh-food-in-the-us/
Deloitte. (2022). Willingness to pay a premium for fresh food in the U.S. as of July 2022, by type of consumer*. ÌÇÐÄÆƽâ°æ. ÌÇÐÄÆƽâ°æ Inc.. Accessed: August 03, 2026. /statistics/1337307/consumer-willingness-to-pay-for-fresh-food-in-the-us/
Deloitte. "Willingness to Pay a Premium for Fresh Food in The U.S. as of July 2022, by Type of Consumer*." ÌÇÐÄÆƽâ°æ, ÌÇÐÄÆƽâ°æ Inc., 26 Sep 2022, /statistics/1337307/consumer-willingness-to-pay-for-fresh-food-in-the-us/
Deloitte, Willingness to pay a premium for fresh food in the U.S. as of July 2022, by type of consumer* ÌÇÐÄÆƽâ°æ, /statistics/1337307/consumer-willingness-to-pay-for-fresh-food-in-the-us/ (last visited August 03, 2026)
Willingness to pay a premium for fresh food in the U.S. as of July 2022, by type of consumer* [Graph], Deloitte, September 26, 2022. [Online]. Available: /statistics/1337307/consumer-willingness-to-pay-for-fresh-food-in-the-us/
